It’s safe to say, as Domino’s, Chapstick, United Airlines and FedEx have all discovered, the public truly owns social media. Yet the debate over “ownership” of Facebook, Twitter, LinkedIn, YouTube and other social platforms continues to rage on in the agency world. As corporate marketing dollars increasingly shift from traditional tactics toward interactive social marketing, the social land grab persists. Public relations agencies were the earliest adopters of social media and thus reaped the benefits of first mover advantage, but they are now facing increasing competition from smart advertisers, direct marketers, media buyers and a new breed of digital companies. And certainly PR’s competition with marketing has become stiffer.
Tip Sheet: 10 Ways to Solidify PR’s Role in Social Strategy
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